Consumers today understand “All that glitters isn’t gold”. The face value and goodwill ambassadors in recent times are none but the landing page of a company’s website.
Even before availing the services or products of the company, the website gives us a complete understanding of them. Buyers today are very judicious in their choices.
Thanks to the power of the internet, cross verification and seeking have never been this easy.
In recent times, most of the new enterprises have opted for face value in the form of a website.
The success of the multinational companies in the last decade like Amazon or Alibaba is an ode to bringing these services much closer to the people. The success of this has compelled existing primitive companies to hold their representations on the internet.
Thus, began the trend of website publishing. Today, any company cannot dream of embarking business without the curation and publishing of their personalized website.
In the wake of increasing footfalls over the internet, crime and fraudsters to have understood that it is the new avenue of duping. Data theft and breach are one of the major concerns of people nowadays.
A study by the National Fraud Information Centre even revealed that the fright of losing data online is more than that of crime, healthcare and taxes. This means that in the already saturated market, one needs to not just be visible but also have accountability.
Visitors must feel secure upon landing on your website and take all information provided by you through face value. There are however some pertaining concerns which repel visitors and increase bounce rate in your website-
Scanty “About Us” and “Contacts”
The “About Us” and “Contacts” section of the website should be detailed out. A robust history, aim and profile must be provided under “About Us”. All the services, achievements, projects, as well as personnel structure, must be outlined in the “About Us” section in detail.
Sparsely put together information look deceptive. The same goes for the “Contacts” section. All the primary contact details must be provided clearly. The lack of it raises alarm in the visitor’s mind.
Domain Name hidden
Many websites make this mistake of keeping the domain name hidden from the public. Established websites have their domain names out in the open.
This does not leave any room for suspicion. You are what you are in front of the public to get in touch with.
Most of the websites do not inform the consumers about what they would do with their data. The ones who are security conscious would be the first ones to show a red flag.
The threat of online security is such that as per the National Fraud Information Centre in 2017, 25% of people did not buy anything online for the fear of data theft.
The look and feel of a website have a lot to do as well. Flashy images, tiny fonts, flickering texts, low-quality images, garish colors and confusing navigation only fetch a thumbs down.
As per a study by Stanford, many visitors decide whether to trust a page or not depending on the appearance. If the data published on the website has not been updated from time to time with all the related articles being backdated, it sends out a wrong message.
The visitor feels the page is not organized at all. An outpour of ads proves negative too. Visitors are more likely to mistrust such websites as the ads would block and clutter the text.
Additionally, the uplink speed should be good. A slow page is likely to have a high bounce rate with zero possibility of conversions.
While an errand of issues lies for potential consumers to leave the websites, there are some very prominent solutions for the same as well.
Add a personal feel to the website especially in the “About Us” section. Briefly account the history of the business, add in images and videos of stakeholders. A work profile can be added as well.
This creates a good value addition. The “Contacts” section should be updated with the correct contact information. Preferably two-three landline or mobile numbers and two email addresses. Not to forget the address of the workspace.
Make the domain name public
Most domain name registration information public. Few registrar services use tools to hide the owner’s information.
This will distract the consumer from going any further to navigate the site. The company website holders must use the business’ public contact information.
The first thing is first always let the visitor know what you will be doing with the information. Once the visitor is made aware of why they must give their information, it is a win.
Ensure very less involvement of third parties. Potential customers might lose trust if they come to know of any uninformed third party who can access the information. Additionally, keep in mind that the information collection should not be a very complicated process.
For instance, if you need a valid age ID proof to be uploaded for the visitor to avail any service on the website, make sure there are plenty of options for them to conveniently choose from.
Content is king!
In the current lookout of things, there is nothing superior to content. The content and its presentation are pivotal in bringing businesses today.
Keep your website as professional as possible to gain the visitor’s trust.
- Make sure that the website has less cluttering and follows a systematic layout.
- Break up pages of texts with images, videos, and quotes to keep the interface engaging.
- Employ bright colors sparingly. Remember to use red or orange for “Call to action” buttons and blue for links.
- 40% of visitors do not come back to a site where they had to struggle to navigate. Remember to keep the navigation easy.
- Make sure the text is error-free and authentic.
Reduce load time
Websites that take long to open are skipped by online users. There are few simple ways which can ensure efficacy for the pages to open faster:
- Reduce sizes of heavy images and enable caching so that they are downloaded once and for all.
‘If it’s on social media with a huge following it must be authentic’. This is the thought process and the pulse of the mass right now.
Do not shy away from creating “social proofs” of your existence and engage in little promotion and self-PR with a presence on social media. Users seek validation from there.
Accounts which have a decent following with legit posts have more chances of gaining footfalls online.
Users like the validation from someone like them. When a fellow buyer speaks of the benefits of using one’s services or products, it automatically increases credibility for that website which hosts such feedback.
Ratings, quotes, and awards must be placed on the website. Make sure of using the name and photo or a video to add value to the statements. 73% of visitors have revealed that seeing positive reviews builds trust in a certain company.
A whopping 85% of viewers read online reviews and comments.
Be it a business or a personal blog that you are running, you need to leave a mark, the mark of credibility. Trust-building is the main service that you can provide to your consumer.
As Warren Buffet rightly said “It takes 20 years to build a reputation and five minutes to ruin it”, in the big online game, the stakes riding on trust.
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